For most people, judging the quality of a car will often start from the safety and reliability of the car in the use of the process, and are accustomed to obtaining useful information through the ranking and scoring in some "model quality rankings", but in fact, the pre-sale, after-sales and dealer service and operation of a car are also worthy of our attention.
Recently, the well-known third-party market consulting research institute J.D. Power released the "2022 China Auto Dealer Satisfaction Study (DAS)", which is different from the traditional list that only focuses on products and after-sales, it also focuses on pre-sales and marketing, so let's take a look at what information this year's list can bring us.
According to the survey results, in the past fiscal year, 52% of domestic auto dealers achieved profitability, their average single store revenue increased from 154 million yuan in the previous year to 172 million yuan, while profits increased by 38%, the specific amount rose from 2.74 million yuan to 3.78 million yuan.
This shows that after the epidemic, the car market last year showed obvious signs of recovery, the short-term growth in car demand has made most car companies still achieve good revenue, if it is not "chip shortage", raw material rise and other factors to limit the release of production capacity, perhaps this data will be better.
Secondly, the report also shows that new car sales are still the main source of dealer revenue, last year's major dealer revenue composition, new car sales revenue accounted for the largest proportion, its proportion rose from 77% in 2020 to 84%, while after-sales business fell from 9% to 6%. This is still quite different from our inherent impression that "car companies rely on maintenance and repair cars to make money".
Specific to the list, the strength of luxury brands is still strong. In terms of satisfaction scores, BMW ranks first in the luxury car brand list with a high score of 865 points, followed by Porsche (863 points), Mercedes-Benz (850 points) and Cadillac (844 points), and overall, the average score of luxury brands is 841 points, which is significantly higher than the 831 points of general brands.
Among the mainstream brands, BYD and Dongfeng Honda shared the top spot with a high score of 860 points, while Changan Automobile also followed with a score of 859 points, although the Japanese brands in the top ten miles still accounted for a large proportion, but the score fell by an average of more than 14 points compared with last year, which shows that there is still a significant regression, while the domestic brand has made some progress.
In fact, 2021 is not a "harvest year" for most car dealers, but compared with the "cold" of the car market in 2020, it is indeed warm, and more than half of the companies have achieved good profits.
However, after careful analysis, we will find that the profitability of domestic car dealers is too dependent on the sale of new cars, and there is an imbalance in their revenue structure.
Considering that the supply chain crisis caused by the epidemic in the first half of this year, automobile production capacity will inevitably be greatly affected, and the general rise of automotive raw materials will lead to an increase in the cost of the whole vehicle, if the price is blindly increased, there is also a risk of regurgitating sales, so in the case of shrinking bicycle profits and production capacity, it is obviously not enough to rely on "selling new cars" to maintain survival. How to develop used car and after-sales business and maintain a relatively healthy revenue structure may become the key to the future development of major dealers.
For consumers, in addition to paying attention to conventional lists such as the "car quality list", they should also pay more attention to a wider range of content such as "satisfaction survey research (DAS)", which helps everyone to fully understand the revenue, business policies and market strategies of major car dealerships.
On the one hand, the quality of the dealer's revenue can reflect its operating conditions in the next few years and even the development trend of the entire automobile brand, and the enterprise in good condition will inevitably be able to provide more stable and lasting after-sales service for the owner, in addition, it will also affect the retention rate of the purchased vehicle.
On the other hand, before buying a car, you can get some car company's operating information in advance, which can help everyone grasp some initiatives when buying a car, and strive for more rights and interests, such as dealers with poor operating conditions, which often give consumers more preferential treatment.
In summary, the "2022 China Auto Dealer Satisfaction Study (DAS)" is indeed a comprehensive assessment that can comprehensively reflect the strength of auto dealers, and is highly authoritative and referenced. It is hoped that the above information can provide useful information to major car companies and investors and consumers in order to cope with the next more severe and complex market environment.